Strategic Brand Management (häftad)
Format
Häftad (Paperback)
Språk
Engelska
Antal sidor
968
Utgivningsdatum
2011-11-29
Upplaga
2
Förlag
Financial Times/ Prentice Hall
Medarbetare
Aperia, Tony / Georgson, Mats
Illustratör/Fotograf
Illustrations
Illustrationer
Illustrations
Dimensioner
254 x 196 x 38 mm
Vikt
1587 g
Antal komponenter
1
ISBN
9780273737872

Strategic Brand Management

A European Perspective

(1 röst)
Häftad, Engelska, 2011-11-29
650 kr
Skickas inom 5-8 vardagar.
Fri frakt inom Sverige för privatpersoner.
Finns även som
Keller, Strategic Brand Management 2e

 'Over the last 25 years ,   hundreds, perhaps even thousands, of books have appeared on the subject of brands and branding but Strategic Brand Managementby Keller, given a global reach by Aperia and Georgson in this excellent European version, is surely the gold standard.  This work is, quite simply, the best in its field.'

John Murphy, founder of Interbrand (www.interbrand.com)

 

Strategic Brand Management 2e provides a comprehensive and up-to-date treatment of the subjects of brands, brand equity, and strategic brand management. Strategic brand management involves the design and implementation of marketing programmes and activities to build, measure, and manage brand equity. The book aims to provide managers with concepts and techniques to improve the long-term profitability of their brand strategies. It incorporates current thinking and developments on these topics from both academics and industry participants. It also combines a comprehensive theoretical foundation with numerous practical insights to assist managers in their day-to-day and long-term brand decisions.

New to this edition

  • New Brand Briefing case studies on IKEA Russia, Skandiabanken Norway and Plymouth Gin
  • New online resources including more multiple choice questions to help you  assess your progress
  • More coverage of channel management and B2B research on brands
Whether you are a student seeking to learn the theory of branding, or a manager tasked with creating or sustaining a brand, the concepts and examples found here will help you understand the many important issues involved in planning and evaluating brand strategies, ultimately enabling you to make better branding decisions.

About the authors

Kevin Lane Keller is the E. B. Osborn Professor of Marketing at the Tuck School of Business at Dartmouth College. He is also the co-author with Philip Kotler of the all-time best selling introductory marketing textbook, Marketing Management.

Tony Apria is based in Stockholm where he leads Nordic Brand Academy a branding agency operating in the branding and corporate reputation area in the Nordic region. The company is partly owned by Stockholm University. Dr Apria has a background in industry and he has more than 20 years' experience from the branding and reputation field. Since 2003 he is the Swedish representative of Reputation Institute, a global reputation network. He is also a brand researcher at CERS Centre of Relationship Marketing and Service Management at Hanken School of Economics in Helsinki.

Mats Georgson leads the brand consultancy firm Georgson & Co based in Stockholm, Sweden. He has worked with a multitude of major international brands, including the role of the global brand...
Visa hela texten

Passar bra ihop

  1. Strategic Brand Management
  2. +
  3. Studying Leadership

De som köpt den här boken har ofta också köpt Studying Leadership av Doris Schedlitzki (häftad).

Köp båda 2 för 1029 kr

Kundrecensioner

Har du läst boken? Sätt ditt betyg »

Recensioner i media

<br>"Keller's book is a rare success at combining practical advice and real substance. Further, there are a host of examples and five comprehensive case studies that provide a wealth of insight about brands and brand building. An excellent contribution." -- David Aaker, Professor of Marketing Strategy, "University of California at Berkeley," Author of Building Strong Brands <br><p><br>"After reading Strategic Brand Management, my associations' with the Kevin Keller brand of marketing thinking: strong, favorable, and unique! But not unexpected. I've worked with Professor Keller for a decade or more, and our shared belief in the critical role of the brand in successful marketing strategies is beautifully played out in this brilliant text." -- Steve Goldstein, Vice President of Marketing and Research, "Levi's Brand U.S.A." <br><p><br>"Branding is in the midst of a renaissance, and Kevin Keller's Strategic Brand Management can be recommended as the reference source to all those concerned with building and managing brands. This is an exceptionally comprehensive treatment of the subject, full of valuable analytic and rich insights." -- Al Silk, Professor Emeritus, "Harvard Business School" <br><p><br>"Keller understands that building a brand is both an art and a science. It's the strategic mix of focus and risk that gives a brand its meaning in people's lives." -- Liz Dolan, Vice President of Marketing Communication, "Nike, Inc." <br><p><br>"Building a brand calls for more than building a brand image. The savvy company must build a continuous positive brand experience for its target customers, what others have called moments of truth. Kevin Keller should becongratulated for providing the latest and most comprehensive thinking that we have about the art and science of brand building." -- Philip Kotler, S.C. Johnson Distinguished Professor of International Marketing, Kellogg Graduate School of Management, "Northwestern University" <br><p><br>"The successful care and feeding of a brand is an amazingly complex topic. Keller's book does a superb job of examining the many factors that, need to be considered. The chapters on measuring brand equity will be of special interest to marketing practitioners." -- Dennis Carter, Vice President, Sales and Marketing, "Intel Corporation" <br><p><br>"Kevin Keller gets branding! Once again, he provides an up-to-the-minute, comprehensive yet accessible guide to the cluttered world of branding. Strategic Brand Management, Second Edition, covers where branding has been and importantly where it's heading in the future." -- Allen Adamson, Managing Director, "Landor Associates" <br><p><br>"Kevin Keller has become one of the world's most astute observers of brand dynamics. His experiences as consultant to some of the world's greatest brands, and as professor for several of the best business schools, have established a deep reservoir of insights. This book brings to surface the most relevant case studies for our time." -- Scott Bedbury, "CEO of Brandstream," author of A New Brand World <br><p><br>"Strategic Brand Management, Second Edition, translates the complex science of branding into a practical manual of how to define, use, and promote brands. Kevin Keller's branding insights provide structure and definition to an area that, until recently, was ruled by emotion and opinion."-- Joanne Bischmann, Vice President of Marketing, "Harley-Davidson Motor Company" <br><p><br>"Keller understands that to successfully build a brand, you must reach consumers on their terms. In other words the consumer is boss. Strategic Brand Management, Second Edition, offers compelling c

Bloggat om Strategic Brand Management

Övrig information

Kevin Lane Keller is the E. B. Osborn Professor of Marketing at the Tuck School of Business at Dartmouth College. He is also the co-author with Philip Kotler of the all-time best selling introductory marketing textbook, Marketing Management. Dr Tony Aperia is Visiting Professor at Jonkoping International Business School in Sweden. Dr Aperia has a background in industry and he has more than 20 years' experience from the marketing and branding field. Mats Georgson leads the brand consultancy firm Georgson & Co based in Stockholm, Sweden. He has worked with a multitude of major international brands, including the role of the global brand director of Sony Ericsson. He is also an Assistant Professor at Stockholm University.

Innehållsförteckning

Table of Contents

 

Guided tour

Preface

About the authors

Authors acknowledgements

Publishers acknowledgements

 

1 Brands and brand management

Preview

What is a brand?

Why do brands matter?

Can anything be branded?

What are the strongest brands?

Branding challenges and opportunities

The brand equity concept

Strategic brand management process

Chapter review

Discussion questionsReferences and notes

 

2 Customer-based brand equity

Preview

Customer-based brand equity

Making a brand strong: brand knowledge

Sources of brand equity

Four steps to building a brand

Brand building blocks

Creating brand value

Chapter review

Discussion questions

References and notes

 

3 Brand positioning

Preview

Identifying and establishing brand positioning

Positioning guidelines

Defining and establishing brand mantras

Chapter review

Discussion questions

References and notes

 

4 Choosing brand elements to build brand equity

Preview

Criteria for choosing brand elements

Options and tactics for brand elements

Putting it all together

Chapter review

Discussion questions

References and notes

 

5 Designing marketing campaigns to build brand equity

Preview

New perspectives on marketing

Product strategy

Pricing strategy

Channel strategy

Chapter review

Discussion questions

References and notes

 

6 Integrating marketing campaigns to build brand equity

Preview

New media

Overview of marketing communication options

Developing integrated marketing communication campaigns

Chapter review

Discussion questions

References and notes

 

7 Using secondary brand associations to build brand equity

Preview

Conceptualising the process

Company

Country of origin and other geographical areas

Channels of distribution

Co-branding

Licensing

Celebrity endorsement

Sporting, cultural and other events

Third-party sources

Chapter review

Discussion questions

References and notes

 

8 Developing a brand equity measurement and management system

Preview

The new accountability

The brand value chain

Brand audits

Designing brand tracking studies

Establishing a brand equity management system

Chapter review

Discussion questions

References and notes

 

9 Measuring sources of brand equity: capturing the customer mindset

Preview

Qualitative research techniques

Z...